Crayola’s YouTube content strategy colors outside the lines

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In the last year and a half, Crayola has grown their YouTube subscriber base by 400,000, and recently surpassed the one million subscriber milestone.

Crayola’s legacy of colorful self-expression seeded itself 120 years before the first YouTube video was posted. Yet the creativity icon’s YouTube content strategy is rooted in translating the magic found in its yellow and green crayon boxes to the digital landscape.

As Matthew Liotti, Brand Content Manager at Crayola, put it, “We like to remind people we’re a 120-year-old brand that’s still young and relevant. We love to test and learn—especially with video. YouTube is the definitive home of singapore mobile database video. It’s the place where Crayola can take the content our brand has always produced, and put a social-first, video-centric spin on it.”

Liotti and his team craft activation content for the legendary brand across social channels. But he says YouTube is the only channel where they exclusively publish video content—making it the perfect place for the experimentation that has led to massive growth.

We sat down with Liotti to learn more about what it takes to build and scale an effective YouTube content strategy and are sharing key takeaways you can use to inspire your own plans.